One of the easiest ways of averting an accident is by ensuring it never happens. Similarly, one of the best ways to prevent a PR crisis is to ensure that it never occurs. The trick is in being proactive and not reactive. But most people believe that folks in the public relations industry are prone to be reactive, with hardly anyone being proactive.
PR tends to be more effective when used preventively. It makes better sense to take necessary precautions to ensure a crisis never occurs instead of salvaging afterit happens.
However, how do you manage a disaster before it even happens? Well, this is what a professional PR company would do, and here are some strategies they use to do it:
Be Prepared Before the Crisis
As there is no point in scratching up the salvage team after the damage is done, seeking help in advance is the best solution. Be prepared for crises and reduce the risk, regardless of whether you have your PR department in-house or outsource it to professionals.
When you are well-prepared, it helps save your image, and the public is still in your favor. Even if a crisis arises out of the blue, you are ready to face it with your team standing by, and you can nip it in the bud before it becomes a full-blown crisis.
Being Upfront Helps Gain Favorable Publicity
Being honest has its strengths. Most people instinctively hold back sensitive information, and this thought process is considered entirely rational. However, there may be instances where going public hangs on your honesty, which is the case with PR professionals located anywhere.
How can you expect your core salvage team to develop a winning strategy unless they have the relevant information? Honesty pays during a PR crisis, and the sooner you realize it, the better prepared you are. Being upfront with people who look up to you helps plan in advance and avert a potential crisis.
Be a Good Listener
Often, you may tend to forget how crucial it is to be a good listener. Keeping your ears open and listening to the people you are surrounded by can work wonders. If your PR team intends to do something their way and keeps harping on it, it is better to listen. More often than not, professional advice scores over personal intuition.
You may be the boss around and one of the crucial decision-makers. However, when it is something that’s beyond your domain and expertise, listening to what the professionals in the team have to say pays rich dividends. Many crises could have been averted if the decision-makers had listened to their trusted lieutenants and advisors.
Take a Deep Breath before Responding
With an inevitable, full-blown crisis on your hands, the first thing to do is to step back and take a deep breath before responding. Acting in haste can only deepen the crisis; instead, taking a break and gathering your wits helps.
Focus on the plan of action, and don’t commit the mistake of panicking and exposing yourself as being flustered and unsure. The split-second pause can help avert a major crisis from occurring.
Quick Action Saves the Situation
Once you have got your bearings, quick action is what is needed. The moment you realize trouble is brewing, make sure every team member is aware of it. Speed is of the essence when developing a strategy with inputs from the team. You may organize hectic brainstorming sessions before responding, which cannot be delayed for too long. Although each case may be unique, quick action will help with taking charge of your narrative.
Remember that crises don’t take too long to blow up on social media, where you are considered guilty until you are absolved of all charges. Go public without any delay, and straightforwardly explain things.
Deliver what you Promise
Never promise something you can’t deliver because you automatically come into the poor light when you don’t deliver. Overpromising never pays, while over-delivering is always appreciated. The best possible way to avert aPR crisis is never to allow it to start in the first place.
Being authentic has its own merits and people tend to respect such attitudes. In the transparent, digital world today, anything good or adverse goes viral within minutes. With the spotlight always focused on a PR company, each step has to be a measured one.
Summing it Up
Averting a public relations crisis is easier said than done. With the whole world on the Internet, every action of each company is being watched. And reactions are swift and can turn disastrous unless you exercise caution.
